Content Marketing: Why & How
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Content marketing & social media marketing help you reach new customers online. Learn how to create good content and how to promote it in social media.
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Content Marketing: Why & How
- 1. Great Content: The Heart of Social Media Marketing You don’t have to win a Nobel Prize for your content to be great – and effective. AboutUs.com | @AboutUs | Facebook.com/AboutUs.org @AlizaEarnshaw
- 2. Simply put, web users are consumers of content. Therefore, you need to deliver compelling content that will engage your customers and keep them coming back for more. People are calling this “The New Marketing.” People spend their time online, and that’s where your marketing needs to go. - ArnieKuenn on SEOmoz.org AboutUs.com | @AboutUs | Facebook.com/AboutUs.org @AlizaEarnshaw
- 3. Why Content & Social Media? • Improve your SEO • Pull people to your site • Show people why they’ll enjoy doing business with you AboutUs.com | @AboutUs | Facebook.com/AboutUs.org @AlizaEarnshaw
- 4. How to Integrate Content & Social Media Create Promote Great Content in Content Social Media Develop an Engaged Audience Now do it again – and again AboutUs.com | @AboutUs | Facebook.com/AboutUs.org @AlizaEarnshaw
- 5. What Is Content? • Blog posts • FAQs • Video • Infographics • Photographs Content should live on your site, or if it lives on other sites, it should be linked to your site. AboutUs.com | @AboutUs | Facebook.com/AboutUs.org @AlizaEarnshaw
- 6. What Is Great Content? • It matters to someone – preferably, your customers and/or future customers • It comes from deep expertise • It’s genuinely useful • It’s easy to understand and apply • It’s funny/touching/provocative/controversial….in other words, shareable AboutUs.com | @AboutUs | Facebook.com/AboutUs.org @AlizaEarnshaw
- 7. Where Can I Find Ideas for Great Content? • News • Your experience AboutUs.com | @AboutUs | Facebook.com/AboutUs.org @AlizaEarnshaw
- 8. Content Source: General News http://gizmodo.com/5972877/how-the-ftc-screwed-up-the-google-investigation AboutUs.com | @AboutUs | Facebook.com/AboutUs.org @AlizaEarnshaw
- 9. Content Source: Industry Issues, Controversy http://foodfrontiers.pepsicoblogs.com/2012/09/huffington-post-private-sector-serious-about-tackling-ncds-despite-concerns-of-civil-society AboutUs.com | @AboutUs | Facebook.com/AboutUs.org @AlizaEarnshaw
- 10. Content Source: Customer Qs, Complaints & Praise http://www.poolsupplyworld.com/blog AboutUs.com | @AboutUs | Facebook.com/AboutUs.org @AlizaEarnshaw
- 11. Content Source: Instructions/Guidance http://www.corsetconnection.com/shop/how-to-put-on-a-corset.html AboutUs.com | @AboutUs | Facebook.com/AboutUs.org @AlizaEarnshaw
- 12. Content Source: Sales Objections http://blog.caseysplumbing.com/industry-news/ AboutUs.com | @AboutUs | Facebook.com/AboutUs.org @AlizaEarnshaw
- 13. Content Source: Adjacent issues http://www.graylingjewelry.com/3/post/2013/01/beat-puffy-eyes.html AboutUs.com | @AboutUs | Facebook.com/AboutUs.org @AlizaEarnshaw
- 14. Why do I need to promote my content? Great content and engaging stories help your company’s content get found and shared. When great content is shared, commented on or liked, it is no longer your content alone. It is their content. And user-generated content is trusted more than advertising or promotion. - Michael Brenner, writing in Forbes Magazine AboutUs.com | @AboutUs | Facebook.com/AboutUs.org @AlizaEarnshaw
- 15. How do I promote my content in social media? • Post regularly • Don’t be repetitious AboutUs.com | @AboutUs | Facebook.com/AboutUs.org @AlizaEarnshaw
- 16. Promote new posts where your customers & prospects hang out AboutUs.com | @AboutUs | Facebook.com/AboutUs.org @AlizaEarnshaw
- 17. Keep promoting posts as long as they’re still relevant • Weekly or bi-weekly • Whenever relevant news comes up • As seasonally appropriate • Whenever a relevant customer or industry issue is rearing its head again AboutUs.com | @AboutUs | Facebook.com/AboutUs.org @AlizaEarnshaw
- 18. Avoid “title/link” formula Interesting topics, but the stream looks monotonous. Note posting times: obviously scheduled. AboutUs.com | @AboutUs | Facebook.com/AboutUs.org @AlizaEarnshaw
- 19. Vary Your Content AboutUs.com | @AboutUs | Facebook.com/AboutUs.org @AlizaEarnshaw
- 20. Develop an Engaged Audience • Don’t be boring • Follow real people • Talk with them AboutUs.com | @AboutUs | Facebook.com/AboutUs.org @AlizaEarnshaw
- 21. Don’t be repetitive & boring We can see the company is seeking business, but we can’t learn much else about it from this stream. AboutUs.com | @AboutUs | Facebook.com/AboutUs.org @AlizaEarnshaw
- 22. Mix It Up AboutUs.com | @AboutUs | Facebook.com/AboutUs.org @AlizaEarnshaw
- 23. Respond to Criticism Promptly & Politely AboutUs.com | @AboutUs | Facebook.com/AboutUs.org @AlizaEarnshaw
- 24. Have Real Conversations AboutUs.com | @AboutUs | Facebook.com/AboutUs.org @AlizaEarnshaw
- 25. Be a Real Person Because that’s who you’re trying to reach in social media: real people. AboutUs.com | @AboutUs | Facebook.com/AboutUs.org @AlizaEarnshaw